Propuesta de un plan de marketing como contribución al incremento de las ventas de la distribuidora fama del cantón Bolívar

The purpose of the research was to propose a Marketing plan as a contribution to the increase in sales of the distribution company "FAMA" in the Bolívar canton, having as objectives the analysis of the internal and external factors of the business, the elaboration of the objectives, strategies and plan of action and the design of the distribution, advertising, promotion and budget plan for the distributor FAMA. Likewise, techniques such as the interview, which consisted of a dialogue with the owners of the distributor, on the current and actual situation of their business. The survey technique was applied, with a questionnaire of closed questions to the population under study. Through the results it was possible to identify the internal factors of the distributor: good geographic location, satisfactory attention, timely delivery of the products, little advertising of the business, does not have delivery services; while among the external factors could be known, the opening of new branches, access to new technologies, E-Commerce, and government measures such as tariffs. Likewise, it was possible to identify that the main competitors of the FAMA Distribuidora are Ganga and Marcimex. Afterwards, the respective strategies in the Action Plan were also raised, among them, it can mention the advertising campaigns in the media and social networks, finally it is concluded that the action plan is the guide to prioritize the most important actions to fulfill the objectives and goals.

• Main Author: Quiroz Zambrano, José Yunior (author)
• Other Authors: Moreira Álava, Víctor René (author)
• Format: bachelorThesis
• Language: spa
• Published: 2018
• Subjects: Fortalezas; Oportunidades; Marketing
• Online Access: http://repositorio.espam.edu.ec/handle/42000/783